Kaine, Kilgore duel on Web

Virginia’s main gubernatorial candidates have staked their claim on the newest political battleground, using the Internet to reach out to younger voters and mobilize their bases.

Both Lt. Gov. Timothy M. Kaine and former Attorney General Jerry W. Kilgore have a Web presence that trumps anything seen in past state campaigns.

“The Internet is becoming an increasingly large medium for getting information out, as well as to engage supporters and volunteers,” said Kaine campaign spokesman Mo Elleithee, who ran Gov. Mark Warner’s campaign in 2001. “The things you can do today you didn’t even dream about four years ago.”

Mr. Elleithee said the campaign owns the official Kaine site, a blog site touting Mr. Kaine and a site that uses a “duck” theme to accuse Mr. Kilgore of “ducking” debates. That site features an audio clip of Mr. Kilgore from 2003 that liberal bloggers are ridiculing.

The Kilgore campaign owns its official campaign site, which features Mr. Kilgore’s campaign proposals, audio samples of radio ads and a biographical video. Kilgore spokesman Tim Murtaugh hinted that there may be more Internet sites to come, but would not reveal the campaign’s Web strategy.

With the Nov. 8 election still more than six months away, the traditional political battleground ofTV and radio advertising also is heating up earlier than in years past.

The first TV ads of the race — produced by the Kaine campaign — aired yesterday in Richmond, Roanoke and Norfolk and on cable stations in Northern Virginia.

Mr. Murtaugh said all the mediums are linked — a Kilgore campaign sign placed on a front lawn directs people to the Web site, where Internet surfers can play the radio and TV ads.

“The Internet is more and more a very valuable tool for communication,” said Mr. Murtaugh, also a veteran of Virginia political campaigns. “The technology continues to improve, and you can do more things with your Web site.”

Both campaigns are able to reach a younger and more politically tuned-in audience using the Internet.

“There is a certain demographic that increasingly is getting its news from what we call alternative sources,” said Mark J. Rozell, a professor of public policy at George Mason University. “It’s not just the morning paper and the reliable networks anymore.”

Mr. Rozell said candidates must have a savvy Web presence, with sites that stream video and offer a candidate’s political positions.

“Everyone expects it now,” he said.

If a person conducts a Google search for either Mr. Kaine or Mr. Kilgore, a sponsored link pops up for the other candidate. The Kaine campaign took advantage of this inexpensive form of advertising first, then the Kilgore campaign followed suit.

There are also bloggers and other Internet-based commentators — most disavowed by the official campaigns — who are weighing in on the race with analysis, observations and even parody.

One uses the official Kilgore site as its inspiration but mocks the former attorney general, calling him a “conservative zealot.” Internet records show that the site’s owner lives in Westchester, Calif. Calls to the number listed on the records were not returned yesterday.

Mr. Elleithee was unaware of the parody site and said the Kaine campaign had nothing to do with it.

Anyone with a computer can put up a site using inexpensive software. Purchasing a site can cost as little as $20 annually.

The Kaine site features the two 30-second TV ads released yesterday.

“Houses” features Mr. Kaine explaining his plan for homeowner tax relief.

“Dad” features the three Kaine children praising their father and noting that as mayor of Richmond, Mr. Kaine built new schools, lowered the crime rate and cut taxes.

“Our dad’s running for governor,” said Nat, 15.

“Yeah, it’s pretty cool,” said Annella, 9.

“Dad likes helping people,” said Woody, 12.

Kaine media consultant David Eichenbaum said the spots introduce the candidate to voters.

“He is very much a family guy,” Mr. Eichenbaum said. “It is the central part of his life, and it just seemed natural they help tell the story.”

Mr. Rozell said the spot helps voters relate to Mr. Kaine.

“The idea here is to present a warm and fuzzy image of a good family man,” he said.

Mr. Rozell said running ads so early will yield “marginal payoff” because most voters aren’t yet focused on the November race.

Mr. Murtaugh criticized the TV spots as “disingenuous,” because Mr. Kaine supported a $1.38 billion tax increase last year.

“Tim Kaine masquerades as someone who will reduce taxes,” he said.

The two other candidates seeking to move into the governor’s mansion also have Web sites to get their message to voters.

Warrenton Mayor George B. Fitch will face Mr. Kilgore in a June 14 Republican primary election. State Sen. H. Russell Potts Jr., Winchester Republican, is running as an independent in the general election.